Good Hotel: Doing Good, Doing Well Essay

AbstractThe purpose of this paper is to explore Case say 10 heartfelt Hotel Doing trade good, Doing Well?excerpted from Strategic counsel Planning for internal and Global Competition Thirteenth Edition authored by John A. Pearce II and Richard B. Robinson published 2013 by The McGraw Hill Companies New York, NY. This paper depart try to address five issues concerning the Good Hotel case study. This paper will question the batch/mission behind the notion of the hotel. Pam Januszs considerations that she whitethorn innovate to the freshly hotel ownership will be discussed. The Good Hotels scar customers will be defined and assessed. The marketing strategy of jDV for the Good Hotel will also be assessed and discussed. Finally, this paper will give insight as to how the Good Hotel should be competitively positioned against its rivals.Keywords HotelsAmerican Pacific International Capital, Inc. acquired the Good Hotel located in San Francisco in May 2010 and is now managed by HAIYI Hotels and Management Group. (Hotel Interactive, 2010) Joie de Virve was the prior management of the Good Hotel. (Pearce and Robinson, 2013) The hotel is referred to as a hotel with a conscience. (Pearce and Robinson, 2013) The hotel desires to root on the good in us all. (Pearce and Robinson)Mission/VisionThe Good Hotels mission is to make differences for guests and associates by sharing passions for work, life and individualized experiences. (Haiyi Hotels). Its vision is to be a unique boutique hotel with its own characterand style.(Haiyi Hotels).Pam Janusz ConsiderationsPam Janusz weighed trey different options for the hotel to present to the new ownership. She considered the continuing, expanding, or discontinuing Good Hotels impression. The protraction of the online concept would have a minimum effects on operations. The recently handy staff embraced the period concept which led to increase customer satisfaction and line, and financial results were being met or exceeded. Continuing the concept of the hotel can also have separates. Increased awareness of the need to cash in ones chips more(prenominal) friendly to the environment may lead to a more competitive marketplace. The employees could become complacent and may resist future needed changes. The hotel may acquire a greater market share if the current concept was expanded.This option could increase the hotels occupation and increase the financial bottom line. Since the associates have recently been trained on the current concept, they may be more receptive of additional training to expand the concept instead of replacing the concept completely. The decision to expand could have few repercussions though. Employees may be resistant of the additional training and there would be additional costs and decreased productivity, because of the training. The third consideration of Pam was to completely cede the current concept of the hotel and seek a new direction. If this option was cho sen, then there would be a fresh new start down the stairs new management with a new concept of the hotel.This decision may be beneficial or detrimental to the hotel. It could be beneficial because of a fresh new start. The hotel could re-brand itself by setting a new footstep and image. The cons of the decision to discontinue the current concept are similar to the cons of expanding. With discontinuing the current concept, associates may resist the change especially since they have recently been trained on the current concept. They would have to be trained a new concept and the training comes with a monetary cost.Good Hotels CustomersThe Good Hotel targets customers who are environmentally conscious. These customers are referred Cultural Creatives by sociologists(Pearce and Robinson, 2013) These customers tend to be younger in age and hold the belief that they are to be responsible both economically environmentally.JdVs Marketing Strategy act Conley, JdVs founder and CEO, stated that he became interested in hospitality industry because he enjoyed commercial real estate but detest the transactional part. (Pearce and Robinson, 2013) Per Conley, if a customer perceives a hotel as an extension of themselves, then the hotel would be an aspiration to them. JdVs strategy is being geographically focused and product-line diverse. This strategy may suffice, but it can also have disadvantages. The greatest disadvantage of this strategy is the limitation placed upon itself by filling a quoin market which will lead to a smaller segment of customers desiring their services. hawkish positionThe Good Hotel has positioned itself competitively in relation to industry rivals. coarse strides were made by the Good Hotel from 2009 to 2010. The hotels twelve month occupancy from 2009 to March 2010 increased 61.3%. (Pearce and Robinson, 2013) The industrys twelve month occupancy declined 9.9% over this period. (Pearce and Robinson, 2013) The hotel has a great outlook for future profitable business.ReferencesHaiyi Hotels. rough Haiyi Hotels. Retrieved 05/07/2014 http//www.haiyi-hotels.com/ soma-hotels-san-francisco-en.htmlHotel Interactive. May 3, 2010. Haiyi Hotels and management group assume ownership of three San Francisco hotels subsidiaries of American Pacific International Capital, Inc (APIC) make first U.S. Hotel purchases in San Francisco, California. Retrieved 05/07/2014 from http//www.hotelinteractive.com/article.aspx?articleid=16899. Pearce, John A. II and Robinson, Richard B. Robinson, Jr. Strategic management. 13th edition McGraw Gill. 2013.